Hjärtligt

Hjärtligt is a Swedish hair and body care brand based in Viskafors, near Borås, and owned by Mollis Care AB [1]. It was founded by sisters Caroline Johelid and Cathrine Hedlund, who developed the first recipes at home after one of them struggled to find natural, allergy-safe products [8]. The brand presents itself under the tagline "Medveten grön svensk hårvård" — conscious green Swedish hair care — and manufactures its products at its own facility in Sweden.

The company dates its founding to 2012, a date it repeats consistently across its homepage, about page and press materials [2]. A 2023 award profile by the Swedish business organisation Företagarna instead implies a start around 2010, which likely reflects when the sisters first began mixing recipes at home rather than the commercial launch [8].

Hjärtligt grew out of a personal problem. According to coverage of the founders, Caroline Johelid developed atopic eczema and the sisters could not find natural, organic and allergy-friendly hair products that met their standards, so they began experimenting with their own shampoo and conditioner recipes in their home kitchen [8]. Both founders came to the project with relevant academic training: the about page notes a background in biomedicine, and the Företagarna profile adds degrees in biomedicine and marketing economics. The company says it grounds its product development in research across environmental science, medicine and chemistry.

The two sisters run the brand through Mollis Care AB, the parent company, whose name the brand glosses as Latin for "gentle care".

Hjärtligt is owned and operated by Mollis Care AB, based in Viskafors outside Borås in western Sweden [1]. The company reports no acquisitions or sister brands; the men's grooming range "Stiligt" is a sub-line of the same company rather than a separate brand.

The brand positions itself as conscious, green Swedish hair care, summed up in its stated mission to "only develop products that are good for you, me and the environment". Its self-described values centre on allergy-friendly and ecological formulation, Swedish manufacturing, and environmental responsibility. Hjärtligt associates itself with clean-beauty and slow-beauty themes, and frames much of its messaging around being locally made — "Tillverkat med hjärta i Viskafors" (made with heart in Viskafors).

Hjärtligt's core range is hair care — shampoos, conditioners, treatments and masks, styling products and dry shampoo — alongside body care and hair accessories. Products are organised by hair type and concern, including ranges for hair loss and growth, dry or damaged hair, sensitive scalp, oily hair, colour-treated and blonde hair, and dandruff. A recurring hero ingredient is organic rapeseed oil sourced from Österlen in southern Sweden.

Several distinct lines sit within the brand. The HS series is fragrance-free, spanning shampoo, conditioner, hair mask and a styling range, which the company offers for those who prefer unscented care [6]. The "Stiligt" men's line includes grooming products such as the FaceBeardOil facial and beard oil and styling pastes. A separate ecological spa and hotel collection — including a three-step head spa ritual — targets hospitality clients, and the company highlights environmentally friendly cardboard packaging for that range [5]. Specific products promoted on the site include a Hair Growth Elixir and a Dandruff Defense set.

The company says none of its products are tested on animals [6], and that all products are manufactured and produced in Sweden at its own facility in Viskafors. It describes its formulas as "100% Grön Formula," with ingredients it characterises as natural, biodegradable and safe for aquatic organisms [5].

Sustainability is central to how Hjärtligt describes itself. The brand states that its products are 100% biodegradable and approved under the certifications of Grön Salong, a Swedish salon-sustainability programme [5]. It emphasises organic rapeseed oil from Österlen, allergy-friendly formulation and recyclable cardboard packaging. The brand does not state holding formal third-party cosmetics certifications such as Leaping Bunny or Ecocert.

Hjärtligt operates through several channels. The company states that its products are stocked by around 1,000 hair salons across Sweden, from south to north [7], and it invites salons to apply for reseller status. Beyond the salon channel and its own e-commerce site, the brand is distributed through Swedish pharmacy and beauty retailers including Lyko, Apohem, Meds and Apotek Hjärtat [8], and it markets a tailored spa range to hotels.

In 2023, founders Caroline Johelid and Cathrine Hedlund were named Årets Unga Företagare i Borås (Young Entrepreneur of the Year in Borås) for their work on Hjärtligt, an award covered by Företagarna [8]. The jury cited the founders for identifying gaps in an established industry and for an emphasis on sustainability, noting that the products are used by professional hairdressers. The brand's own press page references magazine features and trade-show appearances, though the specific publications and titles are presented as images rather than legible text.

Hjärtligt is an active brand. It runs a transactional e-commerce site, maintains distribution to roughly 1,000 Swedish salons and several major pharmacy and beauty e-tailers, and received an entrepreneurship award in 2023 [8]. Its manufacturing and distribution are based entirely in Sweden, giving it a single-country scope.